Apple's 'Think Different' Trademark Extended to Apple Watch, iPad, Siri, and More

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Apple has updated its "Think Different" trademark in a new European Patent and Trademark Office filing, covering it for use across the company's growing line of products.

The filing expands the International Classes to which the trademark can be applied from one to eight. Those classes now cover Apple Watch, Apple Pay, Apple Pencil, iPad, games, business management, subscription services, telecommunications, broadcasting, music, television, educational services, and Siri.


Originally filed on February 24, the update is the first time Apple has amended the trademark since 2009, when the iPod was added to its classes, reports Patently Apple.

The slogan first appeared in Apple's 1997 "Think Different" ad campaign, marking Steve Jobs' return to the company after leaving in 1985. The trademark, widely assumed to be a response to IBM's motto "Think", continued to feature in Apple TV and print ads up to the launch of the iMac G4 in 2002, but has not appeared since.


It remains to be seen whether the filing marks a return of the slogan's use in future Apple ad campaigns, or is simply a preventative measure to stop other companies adopting the phrase.

Article Link: Apple's 'Think Different' Trademark Extended to Apple Watch, iPad, Siri, and More
 

smacrumon

macrumors 68030
Jan 15, 2016
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Unfortunately Apple has its current thinking set at "very same". It’s very apparent Apple’s current strategy is to go for the $, but its trajectory is completely off in terms of great products. If 5SE is really a serious product name and protruding camera lenses continue alongside visible antenna bands and differentiated models-- investors dump your stocks. Apple needs to get back to pure simplicity. The product line up is becoming bloated and worst of all, confusing. The designs look average and the result of compromises. Apple needs to trash its Beats branding-- they’re just not "Apple" quality. These two ads from 2007 and 2008 highlight thinking different with the simplicity and purity of the product design offered and the way in which each product was marketed in a clever fashion. They also communicate the clarity of the Apple brand at the time.
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xbjllb

macrumors 65816
Jan 4, 2008
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This was quite true and effective back in the day when they were a personal computer company with a minority market share.

Now that they are a ubiquitous disposable mobile device maker, it seems a bit incongruous and disingenuous. But probably designed to play on the fight with the powers that be over security vs. privacy.

Apple might do well to study the failure of Columbia Records PR campaign to establish itself as an "anti-establishment" "rock" label in the late 60's early 70's. I'm sure Jobs was familiar with the notable failure, even Rolling Stone laughed at them as they took their ad money.

Why it's occasionally beneficial to keep old people around.

:apple:
 

thekeyring

macrumors 68040
Jan 5, 2012
3,441
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London
Oh man the people in this forum are going to love this.
[doublepost=1456761449][/doublepost]
This was quite true and effective back in the day when they were a personal computer company with a minority market share.

Now that they are a ubiquitous disposable mobile device maker, it seems a bit incongruous and disingenuous. But probably designed to play on the fight with the powers that be over security vs. privacy.

Apple might do well to study the failure of Columbia Records PR campaign to establish itself as an "anti-establishment" "rock" label in the late 60's early 70's. I'm sure Jobs was familiar with the notable failure, even Rolling Stone laughed at them as they took their ad money.

Why it's occasionally beneficial to keep old people around.

:apple:
It seems like they're a victim of their own success, then. Didn't seem to matter with the iPod. To this day, Apple still doesn't have majority market share on smartphones, tablets or PCs.
 
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navaira

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May 28, 2015
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“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Buy a Windows Phone. Think Different."
 
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Murphintosh

macrumors member
Jun 28, 2013
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Should really be, "Think differently."
No. "Think different" means something like, when you think of Apple, think of the word "different". It's like saying when you think of New York, Think Broadway or Think pizza. It's not suggesting a way of thinking, it's asking you to think of Apple as a different kind of product or experience.
 
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WilliamG

macrumors G3
Mar 29, 2008
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No. "Think different" means something like, when you think of Apple, think of the word "different". It's like saying when you think of New York, Think Broadway or Think pizza. It's not suggesting a way of thinking, it's asking you to think of Apple as a different kind of product or experience.
Except "different" isn't a noun. I've always found the slogan clunky, and always will.
 
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Keane16

macrumors 6502a
Dec 8, 2007
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Unfortunately Apple has its current thinking set at "very same". It’s very apparent Apple’s current strategy is to go for the $,
The saddest part is how sucked into a large companies marketing slogan you sound. Choose products for what they do for you, not because of catchy slogans and slick ads. On that metric (review scores, and customer satisfaction) they're doing as well as ever.

As a user and shareholder (but not exclusive I just try to use tech from whichever company fits my need best weather it's Microsoft or Google or HP etc.) - I still think it applies:

- Everyone else uses off the shelf mobile SoCs - Apple create their own
- Everyone else trying face unlock and unlock patterns etc. - Apple revisits Fingerprint tech and knocks it out of the park
- Everyone else happy with Gorilla Glass - Apple attempts to try using sapphire on an unbelievable scale (and failed)
- Everyone else in big tech happy to brush all the bad manufacturing conditions under the rug - Apple starts initiatives like working with the Fair Labor Association (this is something they could stop doing with very little effect on their sales and save them selves some major cash - I'm glad they continue).
- Everyone else meets the industry standard on recycling old products - Apple exceeds the mark
etc.

However the whole slogan can be interpreted in a million different ways.
 
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